Chris McCausland's Strictly Win: A Masterclass in Storytelling

The Final That No One Saw Coming

When the glitter settled and the votes were counted, the nation was stunned.

It was the Strictly Come Dancing final last Saturday – a night of breathtaking performances, impeccable technique, and a level of competition unmatched in the show’s history. Three finalists took to the floor, each with a background steeped in dance. The routines were polished to perfection, their skill undeniable. From spins to lifts, they made it look effortless.

But the winner? The winner was Chris McCausland.

The moment his name was announced, the room erupted. Gasps of surprise mixed with thunderous applause as Chris stood, momentarily stunned, before embracing his partner, Dianne Buswell. The audience - some on their feet, others wiping away tears - understood the magnitude of what had just happened. A man who defied expectations, who started this journey as an unlikely contender, had just lifted the glitterball trophy. Against all odds. Against all predictions.

It was a moment of pure magic - not because of technical brilliance, but because of the story that had unfolded week after week. Chris’s victory was a triumph of spirit, perseverance, and heart, and in that instant, everyone in the room, and watching at home, felt it.

An actor, a comedian, and the show’s first-ever blind contestant, Chris walked away with the glitterball trophy against every conceivable odd.

At the start of the season, no one quite knew what to expect. A blind contestant on Strictly? How was that even going to work? There were whispers of Chris “shuffling” across the floor for a week or two, jokes that he might just be a token presence to make the show more inclusive. After all, Strictly isn’t just about entertaining; it’s about technique, precision, and visual artistry – things that, on paper, seemed beyond Chris’s reach.

But week by week, Chris McCausland proved the doubters wrong. Alongside his incredible partner Dianne Buswell - whose patience, positivity, and faith in him were as inspiring as his performances - Chris kept showing up. He worked. He improved. And he never gave up.

In the final, while his fellow contestants delivered technical brilliance, Chris delivered something far more powerful: heart. His story, his spirit, and his unrelenting perseverance resonated with millions of viewers at home.

And so, in a competition where skill and spectacle reign supreme, it was story that won. It always does.

The Power of the Underdog: Why Chris Won

If you judged the final on pure technical merit, Chris wouldn’t have won. In fact, he probably wouldn’t have come close. His performances, while improving week after week, didn’t match the finesse of his competitors. But Strictly isn’t just about steps or scores - it’s about connection.

Chris’s journey was the classic underdog story, and underdogs always captivate us. Think of Rocky Balboa taking on Apollo Creed, or Leicester City defying the odds to win the Premier League. These stories resonate because they remind us that grit, determination, and belief can overcome even the greatest obstacles. Chris’s journey on Strictly fits right alongside these legendary tales - a testament to the power of resilience when the odds are stacked against you. Why? Because we see ourselves in them.

Take BrewDog, for example. The craft beer company started as two guys and a dog brewing in a garage, competing against industry giants. What set them apart wasn’t perfection - it was their rebellious, underdog story. They didn’t try to beat the big breweries at their own game; they leaned into their outsider status, sharing their scrappy beginnings and inviting customers to be part of their journey. That authenticity made people root for them, transforming a tiny operation into a global brand.

Every one of us knows what it’s like to feel out of place, to face doubts, or to stand up against challenges that seem insurmountable. Chris embodied that struggle, and his journey - clumsy at first, then slowly, beautifully transformed - gave us all hope.

When he danced, he wasn’t just performing a routine. He was proving something: that resilience, determination, and courage matter more than perfection. That sometimes, trying when no one believes you can is the greatest victory of all.

This is why the audience voted for him. He moved us. His story touched something deep and human, and that’s what made him a winner.

What This Means for Your Marketing: Stories Win Hearts (and Customers)

In marketing, businesses often obsess over the technical equivalent of perfect footwork: the right data, polished campaigns, and flawlessly executed strategies. But here’s the truth:

Perfection doesn’t create connection. Stories do.

1. Underdogs Inspire Us

Chris wasn’t the favourite, but he was the one people rooted for. The same is true for small businesses. If you’re competing against bigger, more established players, your story of perseverance and grit will resonate. Share the challenges you’ve faced and how you’ve overcome them. Think of brands like BrewDog or Innocent Drinks, whose relatable beginnings made them underdog heroes in their industries.

2. Emotion Beats Perfection

Chris’s competitors were technically superior, but they didn’t inspire in the same way. Your marketing doesn’t have to be perfect to be effective - it has to mean something.

Consider the rise of Nike. When they launched their famous "Find Your Greatness" campaign, they didn’t showcase elite athletes performing flawless feats. Instead, they highlighted everyday people - an overweight boy jogging down an empty road, kids playing football on a dusty pitch. The message was clear: greatness isn’t about perfection, it’s about showing up and trying. That story resonated because it was real, relatable, and inspiring.

3. Authenticity is Everything

Look at Patagonia, the outdoor clothing brand that built its empire on authenticity. Instead of focusing on flashy ads or pushing for endless consumption, Patagonia openly encourages customers to buy less and repair what they already own. Their "Don’t Buy This Jacket" campaign was a bold move that emphasised their environmental values. It resonated because it was real, honest, and aligned with what their audience cared about - protecting the planet. By being unapologetically authentic, Patagonia didn’t just sell jackets; they built a community of loyal customers who trusted and believed in their mission.

Chris didn’t pretend to be something he wasn’t. He danced as himself, limitations and all. For brands, authenticity builds trust. Don’t try to be perfect or emulate competitors - lean into what makes you you. Your audience will connect with your realness.

How to Tell Your Brand’s Story

So, how do you channel the same storytelling magic that made Chris McCausland a Strictly champion? Here are three practical ways to bring storytelling into your marketing:

1. Share Your Journey (The Struggles and All)

Every business has a story. Where did you start? What challenges did you face? What motivated you to keep going? Share those moments. People connect with the journey, not just the end result.

For example: Did you start your business with no clients, just a dream and a laptop? Talk about that. Did you fail, pivot, and try again? Share it. The more human your story, the more relatable you become.

2. Put Your Customers at the Heart of the Story

Chris’s victory wasn’t just his own; it was the audience’s too. They felt part of his journey. Make your customers feel the same way.

Tell stories about how your product or service has changed lives, solved problems, or made things better. Use testimonials, case studies, or real-life examples to show that your audience is the hero, and you’re simply the guide helping them succeed.

3. Focus on the Why

People don’t buy what you do; they buy why you do it. Why does your business exist? What drives you? What impact do you want to make?

Chris danced to challenge himself and inspire others. His “why” gave his performances purpose and weight. Your “why” will do the same for your marketing.

The Real Magic of Storytelling: Connection

Chris McCausland’s victory reminded us of something fundamental: People connect with people, not perfection.

If you want to win hearts - and customers - you don’t need to be the most polished or the most impressive. You just need to show up, share your story, and let your audience see themselves in you.

In a crowded marketplace, facts and features won’t set you apart. But a story? A story will.

The Takeaway

Chris McCausland didn’t win Strictly because of flawless technique. He won because of his story, his spirit, and his unrelenting perseverance. Your business can do the same.

So, ask yourself: What’s your story? What makes your brand human, relatable, and real? How can you share it in a way that connects with your audience and makes them root for you?

When you tell a story that matters, people will remember. And they’ll choose you.

Ready to turn your story into a strategy that wins hearts and customers? Let’s talk about how we can bring your brand’s story to life.